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February 17, 2012

PBH Announces Industry and Retail Role Models and Champions
Half Your Plate Sponsorships' Success Extends into 2012
Photos of Veggies on Lunch Trays Increase Consumption
Department of Defense Updates Nutrition Standards
Are You Up on the Latest Consumer Communications?
High Impact, High Profile Speakers Featured at Annual Meeting

PBH Announces Industry and Retail Role Models and Champions

PBH is pleased to announce it has named 9 Retail Role Models and 12 Retail Champions, and 31 Industry Role Models and 7 Industry Champions for 2011 in recognition of their support for the Fruits & Veggies—More Matters and PBH.

The Retail Role Models are: Ahold, DeCA, Food Lion, Meijer, Redner’s, Rohrer Brothers, Safeway, Schnuck Markets, and SuperValu. The Retail Champions are Basha’s, Big Y, Brookshire Brothers, Coborn’s, Donelan’s, King Kullen, Roundy’s, Savemart, United Supermarkets, Wakefern, Wal-Mart, and Weis Markets. Examples of their support include: 

  • Using the Fruits & Veggies—More Matters® logo in weekly circulars, special promotions, on POS signs and in-store supplies, in newsletters, in-store magazines and radio, and in all-forms-matter advertising and promotions.
  • Linking to
  • Creating a Fruits & Veggies—More Matters page/section on their consumer website.
  • Participating as a PBH Board of Trustees member.
  • Attending PBH annual board meeting and dinner/auction.
  • Serving on PBH board-level committees.
  • Providing content for consumer columns on

The Industry Role Models are: Alberto-Culver Specialty Brands, American Frozen Food Institute, Barsotti Juice Company, Blue Book Services, California Avocado Commission, C.H. Robinson Worldwide, Inc., Chelan Fresh Marketing, Chiquita, Del Monte Foods, Del Monte Fresh Produce, Dole Food Company, Domex Superfresh Growers, Duda Farm Fresh Foods, Giorgio Mushrooms, Juice Products Association, Kellogg Company, Maryland Food Center Authority, McDonald’s Corporation, Monsanto Vegetable Seeds, Mushroom Council, Pacific Coast Producers, Pear Bureau Northwest, Produce Marketing Association, Rainier Fruit Co., Inc., Seneca Foods Corporation, Stemilt Growers, Inc., Subway World Headquarters, Sun-Maid Growers of California, U.S. Apple Association, U.S. Potato Board, and The Walt Disney Company. The Industry Champions are Bayer CropScience, Green Giant Frozen & Canned, Grimmway Farms, Phillips Mushroom, Ruiz Sales, The United States Sweet Potato Council, and White Rose Frozen Food. Examples of their support include: 

  • Using the Fruits & Veggies—More Matters logo on bins, poly bags, and totes.
  • Linking to
  • Speaking about Fruits & Veggies—More Matters during meeting and presentations.
  • Including Fruits & Veggies—More Matters messaging and logo in employee newsletters and health-focused programs, in advertising and PR efforts, in marketing and collateral materials, and in wellness programs and community outreach efforts.
  • Participating as a PBH Board of Trustees member.
  • Attending PBH annual board meeting and dinner/auction.
  • Serving on PBH board-level committees.
  • Providing content for consumer columns on

A special Role Model and Champion recognition luncheon will be held during the general session of PBH’s Annual Meeting on March 30 in Monterey, California, where they will be formally recognized and awarded for their accomplishment. For more information on becoming a Role Model or Champion, please view the criteria on the PBH Foundation website.

Half Your Plate Sponsorships' Success Extends into 2012

Half Your Plate and MyPlate messaging produced strong year-end numbers as a result of the efforts and many activities of PBH and Half Your Plate sponsors. Some of the highlights include:  

  • Total print/electronic media impressions (no multiplier) = 2.6 billion
  • Visits to MyPlate/Half Your Plate toolkits and plates on the PBHFoundation website = 1,022
  • Visits to featured MyPlate/Half Your Plate before and after photos on the Fruits & Veggies—More Matters website = 34,327
  • All MyPlate/Half Your Plate Makeover Challenge plate entries by consumers = 844
  • PBH MyPlate Facebook media impressions = 64.1 million
  • Real food plates that were developed with support from sponsors = 25

Efforts and activities using the sponsored plates in 2011 included:  

  • The initial real food plates were included in a small cookbook that is being marketed to health professionals/educators. This is also part of the PBH 2012 Education Catalog inventory, which has been distributed to more than 80,000 educators and health professionals in January.
  • PBH has secured an author to help write and seek a publisher for a consumer book that would feature the real food plates. A final proposal will be sent to more than 20 publishers this month.
  • Sponsored plates are featured as “plate of the week” on our Fruits & Veggies—More Matters Facebook page.
  • We promote sponsored plates on both Facebook and Twitter.
  • We’ve developed education sheets for each plate and have them posted on the PBH Foundation for educators and health professionals.
  • We have a featured plates section on the Fruits & Veggies—More Matters website and highlight a plate on the home page.

As we move into 2012 we plan to continue our efforts in promoting the sponsored plates, while keeping the MyPlate Makeover Challenge fresh and fun. We will now be asking consumers to take a photo of a plate that really needs a makeover, instead of simply showing how they made half their plate fruits and veggies. We will then make recommendations on how they can improve their plate to include more nutrition, and we encourage you to make your own recommendations (via Facebook), as well! We will also spend more time disseminating the 25 education sheets to influencers, specifically health professionals and retailers.

Look for more Half Your Plate sponsorship updates in the upcoming months as we continue to spread this message to consumers and develop new activities.

Photos of Veggies on Lunch Trays Increases Consumption

A new study published this month in the Journal of the American Medical Association suggests photos of vegetables on children’s lunch trays can increase the consumption of those vegetables.

The study involved 800 elementary school students who were shown photos of green beans and carrots on the lunch tray compartment on certain days and then had the photos removed on other days. Results showed that the days the photos of the green beans were placed on the lunch trays, consumption increased from 6.3% to 14.8%. Similarly, when the photos of the carrots appeared on the lunch tray compartment, consumption increased from 11.6% to 36.8%.

The findings suggest that exposing children to a variety of healthy foods, like fruits and vegetables, in the manner that suggests others select and consume these foods, make it more likely they will select and consume these foods as well. View the full report in the latest online issue of the Journal of the American Medical Association.

Department of Defense Updates Nutrition Standards

For the first time in 20 years, the Department of Defense is improving nutrition standards across the armed services as part of its new obesity and nutrition awareness campaign. Cooperative efforts with each of the armed services, as well as partners in Military Community and Family Policy, will encourage service members, retired beneficiaries, and dependents to make better nutrition choices and take an active role in their health.

The campaign brings an improvement to nutrition standards, which include more fruits, vegetables, whole grains, and entree choices that are lower in fat, to 1,100 service member dining facilities in the upcoming months. In addition, the campaign aims to ensure healthier foods are also available to Department of Defense schools and other places where service members and their families purchase food on base, including vending machines and snack bars.

For more information, please read the full U.S. Department of Defense press release.

Are You Up on the Latest Consumer Communications?

A popular and informative area of our Fruits & Veggies—More Matters website are our consumer-direct communications, which range from menu ideas to healthy eating tips and gardening updates. Consumers are encouraged to sign up to receive these tips and ideas delivered to them via email, which are delivered weekly or biweekly, depending on the communication. 

  • Fruit & Veggie Voice: This biweekly newsletter (every other Wednesday) provides easy, practical ways to pack healthier eating into your day. You’ll get the latest info on fruit and vegetable nutrition, and the best ways to shop for and prepare tasty foods that include fruits and vegetables.
  • Recipe of the Week: Receive a weekly email (Tuesday) containing a recently added healthy recipe.
  • Weekly Menu Ideas: Receive a weekly email (Tuesday) listing menus for breakfast, lunch, and dinner, as well as healthy snacks. The menu also provides full nutrition information.
  • Gardening Reminders: Get monthly reminders (twice a month from March through October) of what you should be doing/when in your garden.

In addition to the consumer-targeted newsletters and reminders, there are two consumer-specific columns produced weekly—About the Buzz and the Insider’s Viewpoint. A new Insider’s Viewpoint is published each Tuesday and is written by a Supermarket Dietitian. Topics vary according to the season, but always revolve around adding fruits and vegetables to your diet. A recent Insider’s Viewpoint from Jewel-Osco Dietitian, Kim Kirchherr, focused on including all forms of fruits and vegetables in order to fill half your plate.

About the Buzz is published every Wednesday and features “hot” topics in the fruit and vegetable news. Some recent About the Buzz columns have highlighted such topics as “health” focused frozen entrees and how healthy they really are, if shopping the perimeter of the grocery store is the best strategy for healthy shopping, and the real story about canned vegetables, sodium, and how they fit into the diet.

If you’re not already familiar with these communications, you can visit the Fruits & Veggies—More Matters website or simply sign up to receive your regular updates. You can even text FRUITSANDVEGGIES to 22828 to receive the Fruit & Veggie Voice sent directly to your inbox.

High Impact, High Profile Speakers Featured at Annual Meeting

If you want instant access to cutting-edge marketing tips and strategies, reserve your spot for PBH’s Annual Meeting, March 29 – 31, 2012. Two key sessions you won’t want to miss include: 

  • Getting Into the Minds of Your Shoppers: Why is it that shoppers behave so differently when buying one product versus another? Why do they splurge in one area and scrimp in another, and how do you best position your product or your stores for this complex marketplace? Michael Sansolo, Retail Food Industry Consultant, will offer a detailed model to help your company and your associates get a better fix on creating a winning difference for your consumers.
  • Fresh Engagement 2.0: Nowadays, there seems to be more marketing and social media “tools” available than there are fruits and vegetables combined! Scott Stratten, President of, will walk you through Engagement—how to connect to the masses without wasting your time or budget, and position yourself as a trusted expert in front of your target market, so when they have the need, they choose you.

Attendees will join their colleagues for three days of valuable networking, access to exclusive, newly released research, golf outings, and fruit/vegetable field tours. This year’s Annual Meeting will be held at the Monterey Plaza Hotel & Spa. For questions or assistance with registration, please contact Event Manager Sharese Alston.

PBH is pleased to recognize the following companies who have contributed their support of the Foundation from February 1, 2012 through February 15, 2012. Your generous contributions help support PBH’s many activities to increase fruit and vegetable consumption. To find out how you can support PBH, and grow your business in the process, contact PBH Development Director Renee Bullion or PBH Development Manager Cyndy Dennis.

New Board of Trustee Companies :
Silgan Containers

New Donors:
Locus Traxx
Seeds By Design, Inc.
Vidalia Onion Committee

Returning Trustees ($10,000+ Annual Contribution):
Fresh Produce & Floral Council
Produce Marketing Association

Donors Who Increased Their Annual Contribution:
Enza Zaden North America, Inc.
JemD Farms - RedSun/GoldenSun

Returning Donors:
Affiliated Foods, Inc., Texas
Bushwick Commission Company, Inc.
Market Fresh Produce, L.L.C.
Mars Super Markets, Inc.
NewStar Fresh Foods / organicgirl
Tanimura & Antle
To-Jo Mushrooms, Inc.
The United States Sweet Potato Council, Inc.


For more information, contact Kristen Stevens.


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